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Course Information
Course
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Course Description
This course will challenge the student to learn and apply tools of competitive analysis to
marketing decisions.
The student will learn to apply tools of competitive analysis to marketing decisions.
Competitive marketing strategy requires the student to understand some essential ideas in
Game Theory, economics of strategy and dimensions of marketing strategy.
I have chosen different kinds of materials for the course. The first contains excerpts from a
textbook on economics of strategy made especially for this course and the second is a packet
of cases and readings.
Competitive Strategy, selections by Ram Rao, John Wiley & Sons, Inc.
Required Materials
Custom books listed above. You will also get electronic copies of the syllabus, case
assignments, and power-point notes as well.
Hand Outs
“An Empirical Analysis of Follower Entry Timing Decisions,” Demetrios Vakratsas, Ram C. Rao
and Gurumurthy Kalyanaram (on webCT)
Custom books can be purchased at the UTD Bookstore and Off-Campus Books.
Course Mechanics
The method of instruction is through lectures and discussion of cases.
Top
Electronic Communications
Interaction with Instructor: I will communicate with students mainly using the Announcements
and Discussions tools. Students may send personal concerns or questions to me via email.
Student Assessments
Written Case Analyses
There are three required activities in the course. You will turn in two case reports. These
represent individual work. Each of you will be part of a group that will work on a competitive
strategy project in cooperation with a company or on a term paper.
Assignments
I may assign two or three position papers to be turned in individually. Each student is
responsible for coming to class prepared. Assignments must be turned in as word
documents.
Participation
Class discussion will be graded and count for class preparation. Class preparation will be
graded as GOOD (4), SATISFACTORY (3), UNSATISFACTORY (2), MERELY PRESENT
(1), and ABSENT (0).
Exam
There will be a final exam consisting of multiple choice and short essay questions. All
students must take the final examination.
Weights
Project 25%
Case Reports 15%+20%
Position Papers & 20%
Class Participation
Final Exam 20%
Total 100%
Grading criteria
The course grade will be determined by a curve. The proportion of A’s will not exceed 45%,
but may be lower. I expect the proportion of C’s to be in the range 0-15%. Obviously, totally
unsatisfactory work will result in a grade of F.
Accessing Grades
Course Policies
Make-up exam
None
Extra Credit
None
Late Work
Will be graded but penalties apply. Normally, every day’s delay will lower the maximum points
by 10%.
Special Assignments
None
Class Participation
Classroom Citizenship
Please use proper etiquette when interacting with class members and the TA.
Depending on our ability to get there, we will try to use the e-learning platform to web-enable
the course.
You will submit your assignments as Word documents (size < 1Mb), preferably e-learning.
COURSE SCHEDULE
Session
Date Topic Preparation
#
1 8/24 Introduction
2 8/31 Game Theory Reading 1
Reading 6
Competition and Marketing
3 9/14 SKY TELEVISION VERSUS BRISTISH
Decisions
SATELLITE BROADCASTING
Chapter 10
4 9/21 Industry Analysis
POWER PLAY (A) NINTENDO *
Chapter 11
5 9/28 Strategic Positioning
PEPCID AC*
Readings 2, 3 and 7
6 10/5 Pioneering
POWER PLAY (B) SEGA *
Chapter 8
7 10/12 Pricing AMERICAN AIRLINES’ VALUE PRICING
*
No class meeting, submit update
8 10/19 Term Papers Update
electronically by 9 AM
Reading 4
9 10/26 Promotions THE READY-TO-EAT BREAKFAST
CEREAL INDUSTRY IN 1994 *
Reading 5
10 11/2 Retailing
H-E-B OWN BRANDS*
Chapter 12
Sustaining Competitive
11 11/9 GENZYME: ENGINEERING THE
Advantage
MARKET FOR ORPHAN DRUGS *
Chapter 13
12 11/16 Innovation
SYMBIAN*
13 11/23 IN CLASS EXAM
14 11/30 FINAL REPORTS PRESENTATIONS
15 12/7 FINAL REPORTS PRESENTATIONS
Course Evaluation
As required by UTD academic regulations, every student must complete an evaluation for
each enrolled course at the end of the semester.
University Policies
You should familiarize yourself also with university policies On Student Conduct &
Discipline, Academic Integrity, Email Use, Withdrawal from Class, Student Grievance
Procedures, Incomplete Grade Policy, Disability Services, Religious Holy Days.